Saatchi & Saatchi wins the creatives duties for menswear brand Stori

Bangalore based Chaya Garments, the makers of the premium menswear label, Stori, has awarded its creative duties to Saatchi & Saatchi, Bangalore. The incumbent agency was Wolf Communications, also based in Bangalore.

The multi-agency pitch had around five agencies in the fray. What helped Saatchi & Saatchi win the business was its unique approach.

Chandra Prakash Bhutra, marketing head, Chaya Garments, says, “The creatives presented by Saatchi & Saatchi matched our tagline, ‘Clothes with a Twist’.”

Although the exact size of the business could not be ascertained, industry sources estimate it at around Rs 4 crore.

Enthused on winning two accounts in a month, Anand Narasimha, executive vice-president, Saatchi & Saatchi, says, “Though the brand has a very premium positioning, we decided to give the creatives a humorous touch as that always strikes a chord with the consumers. Our presentation was very refreshing, out of the box and in complete synchronisation with what the client was seeking.”

The media plan includes print and outdoor and also below-the-line activities such as fashion shows and stalls at major retail outlets.

Stori is positioned as a premium semi-casual wear brand. Till now, it has concentrated on offering a complete wardrobe range for men, but now, it also plans to enter the women’s ready to wear segment by next year.

The company already has nine exclusive stores in cities such as Bangalore, Chennai, Delhi and Mumbai. It now plans to have 40 such retail outlets across the country by December 2006.

Besides its own stores, Stori is also available in multi-brand outlets.

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